North American grocery technology company Instacart and Roku, a US TV streaming platform, have announced an expansion of their partnership to offer advertisers new shoppable formats and advanced targeting capabilities.

The collaboration aims to make TV moments more engaging and interactive for consumers while providing brands with a direct path to purchase.

By combining Roku's reach with Instacart's grocery expertise, advertisers can now create targeted, shoppable ads that drive sales and measure their effectiveness.

The expanded partnership offers advertisers the ability to create ads that allow viewers to directly purchase products on Instacart simply by scanning a QR code or sending a text message. This seamless transition from viewing to buying provides a convenient and engaging shopping experience.

Brands can also place targeted, high-impact ads on the Roku home screen, ensuring maximum visibility and engagement with viewers.

Advertisers can leverage Instacart's first-party data to create more relevant and targeted ads based on consumers' purchase behaviour. This allows for precise targeting of specific audiences and improves campaign effectiveness.

“With our combined scale and advanced data insights, we’re delivering precision targeting, highly relevant ads, and measurable outcomes in a privacy-compliant way to drive performance at a new level," said Tim Castelli, vice-president of global advertising sales at Instacart.

"Together, we are transforming how CPGs connect with consumers, making every ad not just an impression, but a direct pathway to purchase.”

“In 2023, we partnered with Instacart to unlock TV measurement. Now, a year later, we’re turning our attention to what every modern CPG marketer needs: massive scale and full-funnel solutions,” said Jay Askinasi, senior vice-president and head of global media revenue and growth at Roku.

“Advertisers can utilise even more of the Roku experience, from home screen ad placements to interactive shoppable ads. With the click of the Roku remote, users can make a purchase directly from their TV screen.” 

The expanded partnership between Instacart and Roku offers a unique opportunity for advertisers to capitalise on the growing trend of streaming TV and e-commerce.

By leveraging the power of both platforms, brands can create more impactful and effective advertising campaigns.